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11: Market research
length of bars can be easily compared. Some of the data in Figure 11.4 has been
used to draw vertical bar charts.
The advantages of a bar chart are:
■ you can easily see the importance of each piece of data
■ you can read numerical values from the axis.
However, there are also disadvantages, such as:
■ when the data values of the parts are very similar, it is difficult to compare the
Percentage of women who like different parts and the chart loses visual impact.
to watch football (soccer)
Pie charts
Pie charts are drawn as circles. Each part of the data is shown as a ‘slice’ of the pie.
Each ‘slice’ shows the relative importance of each part of the data. Some of the data
in Figure 11.3 has been used to draw the pie chart in Figure 11.5.
The advantages of pie charts include:
<25 25–50 50>
■ showing how important each part of the data is compared to the other parts
Figure 11.5 A pie chart
■ being easier to understand for people who dislike numerical values, as there are
no numbers.
The disadvantages of pie charts include:
■ if there are too many ‘slices’ then it is difficult to see the relative importance of
different parts of the data.
The percentage of women who do not
like to watch football (soccer) 161
Pictograms
<25 This method uses pictures or symbols to represent data. Every picture or symbol
has a numerical value; for example in Figure 11.6 every football has a value of 20.
25–50
The advantages of pictograms include:
>50
■ data is represented by pictures and not numbers and this helps people who are less
Figure 11.6 A pictogram numerate.
But there are disadvantages, such as:
■ it is difficult to show exact quantities using pictures.
Line graphs
This type of graph shows the relationship between two variables. They are useful to
show trends – how data has changed over time.
Ownership of mobile (cell) phones in Country Y:1990–2010
(000s of cell phones) 20
10
0
1990
2000
1995
Years 2005 2010
Figure 11.7 A line graph
TOP TIP Advantages of line graphs are:
Always remember to give a title
■ they clearly show trends
and label the axes if you are asked
to draw a chart. ■ values can be read off from both axes
■ data can be added for future time periods.
